DIGITAL MARKETINGLearning Series

Imagine That offers free educational seminars designed to provide attendees fundamental principles and practices to assist in marketing efforts. These classes are taught in an informal and collaborative environment. Participants are encouraged to ask questions and to provide feedback throughout the seminar. If you would like to sign up for a class or want more information on any of these topics contact us using the contact button below.

Your Instructors

Jeff McElhattan - Lead Instructor

Jeff studied Computer Science and Technical Communications at the University of Wisconsin, Eau Claire. In the 1980's and 1990's, he worked as a freelance programmer, developing applications for government, insurance companies, and educational institutions. With the advent of the World Wide Web, Jeff broadened his programming expertise to the Internet and by 2002, was building dynamic web solutions for small businesses. He holds a B.S. degree in Information Technology from the University of Phoenix and a M.S. degree in Internet Marketing from Full Sail University, one of the top digital media schools in the United States.

Tom Fellner - UX/UI Design

Tom has a degree in Marketing Communications from NorthEast Wisconsin Technical College. In 1993, he began working as a graphic production team leader at Schreiber Foods, Inc. focusing on everything from web design and videography to project workflow optimization. As the CEO and lead web designer at Imagine That, Tom brings his expertise and passion for user experience design, web development and brand strategy to Imagine That customers.

High Performance Websites

Is Your Website an Expense or an Asset?

Length: 1.5 hours

Cost: Free

Course Description

Building a successful and profitable website doesn't happen by accident; it takes more than good coding and artistic design. A successful, high-performing website applies the best practices from multiple disciplines so that your customers are motivated to take action when they come to your website.

Good web design for business:

Has pre-established goals with associated metrics

Empowers users to take action quickly and engage your company

Addresses the user’s needs and wants

Is optimized for mobile devices and considers the mobile experience

Is optimize for lead generation

Course Objectives

In this seminar, participants will learn the fundamental principles behind good website design for business.

Upon completion of this seminar, participants will:

Understand the basic concepts behind web design

Know home page fundamentals

Understand the components of the AIDAS marketing model

Understand how a website’s information architecture ties in to the AIDAS marketing model

Digital Marketing

Not Your Grandma’s SEO

Length: 1.5 hours

Cost: Free

Course Description

Digital Marketing (DM) is leveraging a variety of technologies and online platforms to create a cohesive marketing presence for your business. DM brings together the best of social media marketing, content marketing and search engine optimization (SEO) to produce an online marketing presence that extends your business brand reach and drives more traffic to your website.

A good digital marketing plan:

Identifies and addresses the needs of the target market

Uses a variety of platforms for communicating a consistent message in different ways

Establishes clearly defined goals and key performance indicators (KPIs) to determine if a plan is successful

Course Objectives

In this seminar, participants will learn the fundamental principles behind Digital Marketing for businesses.

Upon completion of this seminar, participants will:

Be able to define Digital Marketing and understand how it might apply to and benefit their business

Understand the components of the AIDAS marketing model

Understand how a digital marketing strategy addresses the various stages of the AIDAS marketing model

Understanding the various components used in digital marketing online: social media, websites, content marketing, blogging, and search engine optimization

Branding Your Business

Your Brand is More Than a Logo

Length: 1.5 hours

Cost: Free

Course Description

Your brand and the messages that surround it are your best (or worst) marketing assets. With consumers being inundated with 5,000 marketing messages per day, only strong brands will be heard above the noise.

A solid brand strategy:

Helps you more effectively engage your target market

Separates you from your competitors

Builds confidence, trust and repeat customers

Guides your business decisions

Determines your business’ worth when it comes time to sell

Course Objectives

In this seminar, participants will learn the fundamental principles behind building a strong brand.

Building a Solid Brand Strategy

Your Brand is More Than a Logo

Length: 5 hours

Cost: $199/person

Course Description

Your brand and the messages that surround it are your best (or worst) marketing assets. They are the gut feelings users have about your business, its products and services. With consumers being inundated with 5,000 marketing messages per day, only strong brands will be heard above the noise.

A solid brand strategy:

Helps you more effectively engage your target market

Separates you from your competitors

Builds confidence, trust and repeat customers

Guides your business decisions

Course Objectives

In this workshop, participants will learn the fundamental principles behind building a strong business brand; they will perform a series of tasks that help them begin to develop their brand strategy.

Search Engine Optimization 101

Keywords and Onsite Optimization

Length: 5 hours

Cost: $199/person

Course Description

Keyword research and targeting are at the heart of good search engine optimization (SEO). Being able to match your website’s content with user intent in search is the goal of search engines; good SEO helps search engines to see the relevance of your website’s content for a user’s query.

A good SEO strategy starts with:

Solid keyword research to determine how users are looking for your products and services

Search Engine Optimization 102

Analytics & Webmaster Tools

Length: 5 hours

Cost: $199/person

Course Description

Analytics data provides webmasters with essential information on how users are employing a business’s website. Since search engines seek to provide the best search results to users, analytics data can be utilized to improve a website’s performance in search results.

Correct interpretation of analytics data involves:

Establishing Key Performance Indicators (KPI’s) and know how to interpret those KPI’s in analytics data

Monitoring website performance in Webmaster tools to quickly identify problems with a website and address them before they negatively impact search results

Course Objectives

In this workshop, participants will learn the fundamental principles behind using Google Analytics to help them understand user behavior on a business’s website. They will learn how to adjust SEO efforts to maximize search results as well as perform a series of tasks to implement Google/Bing Analytics and Webmaster Tools into their SEO strategy.

Upon completion of this course, participants will:

Create a Google Analytics Account

Create Bing and Google Webmaster Tools accounts

Be able to navigate these programs and know how to respond to the data each presents

Understand and implement Google’s universal tracking code

Understand the basic analytics of KPI’s

Understand analytics segmentation to determine which analytics data is relevant to their SEO goals

Know how to make adjustments to their SEO campaigns based on search results and analytics data

Social Media Marketing 101

“Follows and Likes and Tweets - Oh My!”

Length: 1.5 hours

Cost: Free

Course Description

Social media provides ways for businesses and consumers to connect like never before. Social media is arguably the most important tool for monitoring a brand’s health. In using social media, a business can discover what the market is saying about it.

A good social media marketing plan:

Targets social media determined by the business’ key demographics and target markets

Integrates social media into other online marketing channels

Systematically and methodically produces a good mixture of content

Promotes engagement and content sharing

Course Objectives

In this seminar, participants will learn the fundamental principles behind social media marketing.

Upon completion of this seminar, participants will:

Understand the leading social media platforms and their audiences

Understand what each social media platform offers businesses for marketing tools

Social Media Marketing 102

Leveraging SMM to Grow Your Brand

Length: 5 hours

Cost: $199/person

Course Description

Using social media in marketing (SMM) is more than gaining likes, follows or circles. It is understanding online consumer behavior when it comes to social media, and using the correct social media platforms to reach your target market.

A solid SMM plan includes:

Determining the role social media plays with the rest of your online marketing channels